Cross-channel discounts help to drive traffic from one channel to the next. It's certainly a lot easier to place an order for a cake online and then simply pick it up prior to the celebratory event. We celebrated my son's 6th birthday a couple weeks ago and I wanted to place an order for an ice cream cake online from Marble Slab Creamery. I had a paper coupon as part of their 2013 Christmas set of coupons that was good during 2014. The coupons are great as they have 2-for-1's, Free Cones, and various other discounts such as a half-price ice cream cake. I entered the discount code as printed on the coupon and I was then presented with this order summary before submitting the order.
While I am a frequent and somewhat loyal customer, by not showing me the price after the discount, this did cause me to pause and consider the situation. Do I trust Marble Slab Creamery to honor the coupon I entered in, or will I have an issue when picking up the cake where for some reason they do not accept it. Who wants to argue with the store associate when 12 kids are waiting to eat cake? I actually did end up going into the store and placing the order directly, where they accepted the printed coupon fine.
Frustrated Shopper Suggestion
Build trust and loyalty with your shoppers by showing them prices that include all appropriate discounts. Do not give your customers any reason to hesitate, wonder, or fear that they won't get their discount.
That's all for now. Gotta go shopping!